The value of Comverge's Program Marketing and Recruitment services begins with its team of seasoned marketing experts - focused solely on marketing Demand Response programs across the country. Including both in-house and agency personnel, the team works closely with the utility to ensure that each and every piece meets and exceeds our client's expectations.

Comverge understands that a utility's brand is a key element of customer satisfaction, enrollment rates, and, ultimately, the success of the program, thus we make every effort to ensure that every impression sends a consistent and positive message. From the program postcard a homeowner receives in his utility bill to the program billboard he may see on his way to work to the program flyer his daughter brings home from school, every message is designed to complement his community and his lifestyle.

At the inception of a program, Comverge's marketing team assesses the utility's goals, needs, and challenges and develops an initial action plan that will address potential short-term needs while further planning is executed. The team then performs a series of market analyses and evaluations and conducts key meetings with utility marketing personnel to determine the right messaging and branding for the target market. Comverge's team then builds on that effort to specify messaging and campaigns for market subsets and reviews these concepts with the utility. An overall plan and campaign is then drafted and reviewed collectively.

Comverge then manages and executes on each campaign, developing creative pieces, managing call center activity, and enrolling customers in the program. Comverge also manages incentives - printing mailers, sending checks, and communicating with consumers. Comverge works with key community organizations to promote the program via non-traditional channels, such as schools and charity organizations. These tactics have enabled Comverge to reach very high program penetration rates in target areas.

• Conducting market research
• Performing target market segmentation in accordance with initial market research activities.
• Developing a marketing strategy and program branding
• Devising new marketing campaigns
• Creating graphic designs and marketing materials
• Testing campaign concepts
• Focus testing with small groups
• Tracking effectiveness of the marketing campaigns
• Creating a program website
• Creating online enrollment forms
• Conducting customer satisfaction surveys